As we begin our year, here is an outline of how our team at PSBX looks at planning for audiences, experiences and brand trust. For more information, please goto www.psbx.co

1. People-first planning.
Trust , Empathy & Attention.
January 24, 2018
Baron Manett
Per Se Brand Experience
@bstat psbx.co

2. today
Hi & welcome
01
Hi & welcome
02
Who’s this person?
03
People First Thinking
04
Parting thoughts
05
Questions & Discussion
8 Themes for 2018
06

3. And you are ...?
3

4. BARON MANETT
Per Se Brand Experience
psbx.co
@bstat

5. A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a consumer’s
decision to choose one product or service over another. If the
consumer (whether it’s a business, a buyer, a voter or a donor)
doesn’t pay a premium, make a selection or spread the word,
then no brand value exists for that consumer.
- Seth Godin

6. wouldn’t care if brands disappeared.
74%
6
2017 Meaningful Brand Project - Havas

8. Audiences are looking for help, value & values.

11. People-first planning is marketing
programming based on brands supporting 3
core beliefs:
§ Attention is earned
§ Trust is ongoing
§ Empathy is experienced

12. People-first Planning
2018 Themes

13. 1. We must earn attention in
a world looking down.

15. The competition for our attention is fierce.

16. No Answer.

18. 2. Consumers have expectations.

20. 3. Fake news.

21. “Fake news”
2017 Word of the year.
- Collins Dictionary

22. ”In a world of increasing scandal and people slapping ‘fake
news’ labels on content with increasing frequency, success
will come from telling the truth. Always.’’
- David Meerman Scott

25. 4. Don’t sell me. Help me.

26. “Traditional marketing
communications just aren’t relevant…
- Harvard Business Review

27. Audiences are looking for help, value & values.

28. 28
We are overwhelmed.
Before making a purchase shoppers referenced 12
sources of information— up from just 5 in 2010.
(Google /Inmar)

30. Don’t sell me. Help me!!
Marketing success today comes when we focus not on
helping the seller sell, but helping the buyer buy.

31. 5. Say it loud.

32. Voice.
VR.
Beyond…

35. 6. Let’s play.

36. eSports.

40. 7. Transparency.

45. 8. A brand is what my friend tells me it is.

49. Interruption
doesn’t earn
attention
Why it doesn’t work
Marketing is
expensive
No Value
Exchange

50. Big finish.
1. Looking down.
2. Uber expectations.
3. Fake vs. Real.
4. Help me please.
5. Voice activations.
6. Gaming grows (again).
7. Transparency = trust.
8. A brand is what my friends say.

51. People-first planning is marketing
programming based on brands supporting
3 core beliefs:
§ Attention is earned
§ Empathy is experienced
§ Trust is ongoing

52. ? Questions & Discussion

53. THANKS!

54. Per Se Brand Experience
We work with brands and
marketing partners to best
understand and develop the
content & marketing
experiences that audiences
desire and the role that brands
can serve in enabling them.
psbx.co
PSBX Is A Brand
Experience Consultancy